Our Advocate Quote campaign has been our most consistently successful content on P&OC social. The idea is using people’s stories to promote P&O Cruises, as consumers now respond better to influencer marketing rather than traditional marketing; trusting the reviews of other people rather than huge corporate companies. We use this content organically, strengthening our loyal community by sharing their stories, encouraging our audience to then share their own stories in the comments. At the same time they are also used as paid ads to the extended audience (those who don’t follow the P&OC page and who wouldn’t consider cruising for a holiday), in hope that other people’s reviews would surprise them and change their perspective on cruising – leading them to consider a P&O Cruise. This content achieves around a 10% engagement rate (our KPI target is 4%).